"One of the most common things I hear from people who want to start their own cosmetic line is that they want to make inexpensive products. They figure that more consumers will be more willing to pay for products that are less expensive. They are correct but this is entirely the wrong attitude.
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A start-up cannot compete on price.
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You can’t. You shouldn’t try. You shouldn’t even want to try.
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Inexpensive products = lower profits = less revenue generated for the work that you do.
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the only way they could create a successful new brand is by having a unique positioning. According to them, they saw that high end makeup products were dominated by boring colors like pink, red, and beige. There were none of the bright, outlandish colors that you could get in the inexpensive aisle. So, they introduced them (Moi ici: Um posicionamento único não é um slogan, não pode ser um slogan, não deve ser um slogan. É algo de concreto) and it worked. They also had clever packaging, an edgy design, and a great marketing campaign to help define their brand. (Moi ici: Sem marketing não há mística, não há história) Additionally, they took up the “anti-animal testing” mantra and got some great brand awareness from that. The bottom line is that you have to be unique to be successful.
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The founders of Urban Decay were passionate about makeup (Moi ici: People who care) and about creating a business.
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You should always start off with a little less money than you think you will need. That will inspire you to get things done in the most efficient way possible."
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BTW, "Yesterday, it was announced that cosmetic giant L’Oreal was acquiring Urban Decay." (Moi ici: People who don't care will step in)
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